Cookies formulate our web identity determining what content is displayed to each individual. Up to now, third-party cookies have been the linchpins of audience addressability: gathering the data required to dynamically optimise creative, frequency capping, and retargeting.  After more than two decades of relying on third-party cookies, the concept of going cookie-free is a digital evolution. As the race against time is on, how can advertisers continue to target and build meaningful connections with audiences in a new privacy-friendly, cookie-free future?